Blake Lively Dazzles In Gucci's New Fragrance Campaign

The actress returns as the face of Gucci's new scent

Blake Lively has returned to her role as Gucci ambassadress. The actress stars in the campaign for the brand's new fragrance, Gucci Première Eau de Toilette, shot by photographers Mert Alas and Marcus Piggott.

As far as brand-celebrity partnerships go, this one seems a particularly good fit: the scent was inspired by the Gucci Première couture collection that originally debuted at the Cannes Film Festival – a red carpet event that Lively is no stranger to.

Courtesy Gucci

"For me, fragrance is bottled confidence," explains the actress. "You spray it and you immediately feel empowered – there's a sensuality that comes with fragrance and there's a power that fragrance has on other people."

The new scent is a lighter take on the original Eau de Parfum – an elegant blend of orange blossom, freesia, jasmine, Bulgarian rose and patchouli – housed in a distinctive gold flacon.

"While Gucci Première represents a red carpet moment or a big night out, the new Eau de Toilette version is softer. It has all the great presence of the original, but dialled down and freshened up," adds Lively. "You really can wear it as your everyday fragrance. It announces that you have strength and are happy in your own skin. I really love that. It's for the woman that I've always aspired to be. Every day."

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